PPC, which stands for Pay Per Click, is an internet advertising model used to drive traffic to a website or landing page.


There are a few types of Pay Per Click ads. Search ads, which appear in search listings or on the sidebar of results pages of search engines such as Google or Bing, social media ads, display/banner ads published on ad networks, mobile ads published on mobile apps and networks, and native ads delivered via content discovery platforms are all different types of PPC ads.

PPC Advertising

In Pay Per Click (PPC)  advertising, the advertiser pays a fee every time there is a click on their ad. The cost of the click is determined by how many clicks occur within the designated time frame and budget of the advertising campaign. If an ad is only clicked a few times, then the cost per click will be higher. For example, let’s say an advertiser runs an ad campaign for a week, with a set budget of $50. If the ad is clicked 10 times, then the cost per click is $5. If that ad is clicked 100 times, then the cost per click is $0.50.

PPC Advertising Networks

PPC advertising networks are online advertising ecosystems that publish ads via the PPC model. Examples of PPC advertising networks include search engine and display ad networks, such as Google Adwords and Bing Ads, and social media advertising networks, like Facebook Audience Network or Linkedin Sponsored Ads. Another example of PPC advertising networks are native advertising and content recommendation platforms such as Outbrain. Besides the larger, popular and highly competitive PPC advertising networks, there are numerous other independent and niche PPC ad networks, such as SiteScout, Advertising.com, and mobile ad networks such as Airpush and Inmobi.